German discounter Penny, a subsidiary of Rewe Group, has announced that it will be setting up stores at three German music festivals this summer.
With stores of up to 2,000 square meters in size, the temporary Penny supermarkets will offer a wide range of products, such as food, drinks, personal care products and other items, to visitors of the Hurricane, Parookaville and Highfield festivals.
Marketing Strategy
Penny says that it plans to sell products at the same price as in its regular stores, and is using this as an opportunity to market its products to a younger demographic.
“The festival visitors do not need to pay a surcharge," said Penny’s marketing director Marcus Haus. "We are delighted to be able to contribute to a great mood on site.”
“Festivals fit in with our marketing strategy, because we are able to reach a young audience there. These are our customers of tomorrow. Additionally, Penny’s private brands are particularly well received by this target group.”
This is the first time Penny will be present at the Highfield festival, but the retailer has operated stores at the Hurricane and Parookaville festivals in previous years.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Larissa Zimmer. Click subscribe to sign up to ESM: The European Supermarket Magazine.
